Extremely positive - there is a large selection and the website is very well organized. There are very useful features like tracking favorites, converting currencies and immediate freight costs. Shipping is exceptionally fast, and product quality seems to be high (though will not know for sure until I use it). For me the selection process took a long time - doing research and carefully considering what size, shape and design would work best. I appreciate that there is no "hard-sell" approach and they do not bombard me with emails and don't seem to share my information with others. Based on experience so far, I would recommend them very highly to anyone.
Strengths
Extremely professional; website information is very clear and well organized; communication is very clear and concise - it provides the essential information without the usual overload of sales-pitches or bureaucratic nonsense. Excellent job!!!
Improvements or suggestions
I have two minor suggestions to possibly consider. One is that for customers like me who take a long time to decide, it is useful to know which items are new since we last checked the website - I did this by doing a descending sort on the ref-number (assuming these are always higher for newer inventory items). Perhaps there can be an easy way for anyone to focus on items we haven't seen and considered before. My second suggestion is to consider expanding the very useful information on using and maintaining the items. There's good advice on mounting firebacks in backsplash tile - perhaps some links to youtube videos could enhance that. Similarly for cleaning, polishing, removing rust, etc. Based on my web research, you seem to be the global experts on all this - this kind of public-service information can be a valuable resource and also keep folks coming to your website before and after purchases. Thanks for your great job and please keep it up!